The Sensory signatures can relate the customers in personal way by triggering their senses. Sight: This is most used for marketing as it is most responsive. For long, Indian cricket team has been associated with the color Blue and the team is often called as Men in blue. Pepsi has linked its brand to majorly Blue, followed by red and white. Pepsi was able to market well by linking the Men in blue with its brand Pepsi. Whenever we think about cricket, we think about the men in blue and then the Pepsi. It was my personal experience that I used to enjoy cricket more while drinking the Pepsi. The color association motivated me to buy Pepsi for the cricket matches.
Sound: Every brand has its own particular story, and the music will highlight that story. The sound identity of the brand lives a long time too. There are numerous examples of sound branding such as Harley Davidson’s unique engine sound, WWE WRESTLERS, News channels etc. Each of the wrestlers has its own brand sound and the fans will associate themselves with that unique sound. When such sounds are played on TV or advertisements, it motivates the fans to buy the WWE ticket or subscribe to online purchases.
Smell: Smell greatly improves the remembrance of the brand as our nose is intelligent enough to distinguish thousands of odours. Moreover it is closely associated with our emotions, thus creates instant connections to the brand. It creates sense of wellbeing and influences the customers to purchase the products. Some of the smells such as lavender are so effective that without linking to any brand, it can trigger a good feeling to buy more. Eg of Smell branding: Dettol. The smell of it has become synonymous with the antiseptic and sterile hospital environment. Whenever we have such smell, we instantly say it is Dettol’s smell. Another example is that of Johnson Baby powder: Its smell triggers sweet memories that parents had with their little ones. A great marketing strategy...
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